Pump up the volume

Pump up the volume
SHARE
THIS



After years of shirking one another, brands and bands are forming new relationships, and getting involved in the music scene is becoming a no-brainer for advertisers. Lucy Clark finds out why

Music marketing is getting louder by the year.

With revenues in the Australian music industry predicted to grow by 5% a year to 2016 (according to PwC), more and more brands are playing along.

“Reflecting worldwide trends, revenues in the Australian music industry are expected to continue to increase,” says Anthony Hocking, managing director at Peer Group Media. “This highlights the need for marketers to continue to embrace and find innovation within the music market.”

Simon Joyce, CEO of MCM Entertainment Group, believes that music offers brands new and unique ways to tap into audiences. He says: “The traditional advertising model is changing. Everyone is looking for new ways to connect and engage.”

We all know it: aside from sport, nothing engages like music. And, if your target audience is in the 18 to 29-year-old bracket, music is a must.

Jason Fielding, founding partner of The Sound Campaign, says: “Everyone wants to have a good time. When have you ever been to a party and music hasn’t been played? Brands are cashing in on this. And I’m a firm believer that using music to market your brand is much more effective than a TV ad these days. Any brand today worth its salt, which is trying to reach a young audience, has to have a music campaign within its strategy.”

Hocking agrees: “Music generates action through an emotional experience and subsequent word of mouth. This model is still arguably one of the most effective marketing tools.”

Getting in on the act

Whether it’s sponsoring a tour, putting on one-off exclusive gigs, or staging a branded activation at a festival, brands playing in this space are winning.

But there’s one rule they must adhere to: the artist comes first.

Joyce says: “Anyone can put on a gig, but we have to play to artists’ creativity. You have to start with the artist and with what’s going to inspire them – you can’t start with the brand.”

Historically, musicians have doggedly avoided sponsorships and ad deals, viewing them as ‘selling out’, as Fielding explains: “The attitude of the artist community has changed. Artists now see brands as an integral part of their revenue stream.”

But Hocking suggests that artists have simply been left with no choice. He says the decline in record sales due to illegal downloads and music streaming, leading to a boom in global touring by bands – staging shows that are very expensive to put on – has forced them to work with brands.

“This commercial reality and the expense of satisfying patrons’ production expectations have forced artists to accept and embrace brand alignment and investment,” he says, adding: “In the past, an artist’s integrity was questioned if they endorsed a product or attached a logo to their tour poster. Over the past decade, fans have come to embrace brand alignment with their favourite acts.”

As well as putting the artist first, there has to be some brand connection – it has to be relevant, and it must add value.

“Every music campaign we create has got to work in a music and entertainment sense, but has also got to work for the brand,” says Fielding. “There has to be some connection to the brand.”

And Hocking adds: “A brand’s ability to add value to a patron’s experience is key for acceptance. Marketers have had to step carefully in this arena, having to find ways to subtly link an act with a brand or a brand with a festival.”

Can brands afford not to?

With the predicted growth of the local music industry, can brands afford to ignore the potential?

Coca-Cola’s vice president of global advertising strategy and content excellence, Jonathan Mildenhall, doesn’t think so. Through partnering with Spotify for its ‘Share a Coke and a Song’ campaign, Coca-Cola demonstrated its commitment to using music to reach consumers. The campaign is set to roll out across all continents over the coming year.

Mildenhall says: “We have focused on music, as we now have global technology partners that can help us extend the Coca-Cola story through music, and also because we are starting to see much more universality in music.”

Optus also embraced music marketing with RockCorps. With the ‘give, get given’ tagline, the idea is that music fans give four hours of their time to a community project and, in return, get a ticket to a music concert. The initiative is global, with telcos in other countries sponsoring local RockCorps programs.

Marie Najjar, managing director of Public City, which handled corporate communications for Optus RockCorps, says: “RockCorps has essentially unlocked the passion spots of youth and connected it into doing good. Through this, it can deliver exceptional value for brand partners and provide a strong, memorable emotional connection that brands would struggle to achieve on their own.”

But it’s becoming increasingly competitive. Fielding explains: “The desire for brands to have a music campaign is now so compelling, it’s become a much more competitive space.”

The experience

When all’s said and done, aren’t music activations just another term for experiential advertising?

Fielding argues they are not: “A lot of the work we do is experiential – but it’s much deeper than that. We have to have knowledge of the promoters, and it’s a very intense environment to work in. Music engagement is what we do.”

The Sound Campaign is behind music activations such as the Jack Daniel’s Set (a series of concerts with high profile artists in licensed premises), the Jack Daniel’s Barrel House (a festival bar, based on barrel houses in Lynchburg, Tennessee, the home of JD), the Green Room and Club in a Can (festival club rooms for V Energy), and the Debit Mastercard Priceless Music campaign (A-list artists came to Australia for one-off shows, and fans could only buy the exclusive tickets with Debit Mastercards).

The future

Coca-Cola is one brand that sees the huge relevance of music to its target market.

“Coca-Cola, for the last 127 years, has stood for happiness,” says Mildenhall. “Over the next 12 months, we will be looking to ensure that conversation remains relevant to teenagers through, predominantly, the use of music.”

And Joyce is confident that music-enabled content is going to become increasingly central to advertising and marketing. He predicts: “The ideas of creating and enabling content around music were always the nice-to-haves and were the first to go when budgets got cut. Now, we are seeing a flip in strategy where it’s becoming the core idea and the paid media surrounds it. This space will only grow – and it will threaten traditional media to some extent.”

Please login with linkedin to comment

Latest News

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]